|The Colbert Report||Mon – Thurs 11:30pm / 10:30c|
|Alpha Dog of the Week – Domino’s Pizza|
Any business owner would agree, it takes a lot of strength to admit to the world that a product or service has been dissatisfying to the customer. It’s a bit of a blow to the owner’s ego, and not only that, but it could be detrimental to the business.
But Domino’s Pizza has shown how admitting its own faults can benefit the business…as long as it’s spun the right way.
Domino’s Pizza recently started a huge campaign where it admitted that many people across America were not fans of their pizza. From showing hidden footage shot in focus groups and feedback from customers, Domino’s Pizza was outing themselves as a sub-par pizza company.
But with this campaign, they’re advertising that they’ve changed their pizza recipe for the better. They admit their old pizza was bad, their new pizza is good, and they’re catching people’s reactions on camera.
This is a clever way to take a negative and make it a positive, but it’s risky — after admitting their old pizza was bad in national ads, there’s no taking it back. And if Domino’s new pizza wasn’t an improvement, it was a failed ad campaign.
In business coaching, coaches often have to work with clients through difficult situations — like customers not liking a company’s main product — and help turn them into positive situations, or situations that create profit, as in Domino’s case.
The plus of a risky campaign like this? It’s hard to make fun of the company and actually offend them because, well, they’re insulting themselves. Take the above clip from the Colbert Report. Domino’s has to agree that every word Colbert said is true, which sums up the message of the entire campaign: their old pizza was bad, but they’ve learned from their mistake…and the new pizza is heaps better.